SEO Case Study: How Career Placement Services Increased Job Seeker Signups by 235%
On March 18, 2025, a Seattle based college admissions consulting firm partnered with Goforaeo because their website was not producing enough consult calls. They were getting referrals and some social traffic, but Google search was not sending steady, high quality inquiries. They wanted families who were actively searching for admissions help in Seattle to find them first.
This case study covers work completed from March 18, 2025 to October 27, 2025 in Seattle, Washington. It includes monthly actions, monthly numbers, and clear before vs after proof. Every metric below is tied to real consult calls and tracked form requests, not guesswork.
Results snapshot: timeframe, location, and main outcomes
By late October 2025, consult calls from organic search became predictable instead of random. The biggest lift came from building service pages for what families actually search, creating scholarship content that attracts earlier stage traffic, and targeting high intent keywords that lead to calls. Conversion improved too, because pages became clearer and easier to act on.
Key results by October 2025:
- Consult calls from organic search: 16 per month to 56 per month, an increase of 250%
- Total organic leads: 28 per month to 86 per month, including calls and forms
- Organic sessions: 1,900 per month to 5,600 per month
- Organic lead conversion rate: 1.47% to 1.54%, with higher call share
- Top 3 rankings: grew from 3 tracked terms to 14 tracked terms for Seattle intent searches
Starting point: what was happening in March 2025
The business had a clean website, a good reputation, and strong outcomes, but SEO was not set up to capture demand. Important services were either missing as dedicated pages or buried inside general pages. Scholarship topics were not covered, so the firm missed early stage searchers who later become consults.
Tracking was also messy, which is common for service businesses. Some calls were not attributed properly, and some form submissions were being counted without knowing whether they were qualified. Before scaling content, we fixed measurement so the firm could trust every reported improvement.
What counted as a consult call in this case study
We used a strict rule so the growth stayed real. A “consult call” meant a tracked call from organic search or Google Business Profile that lasted 60 seconds or longer, or a scheduled consult confirmed through the intake team. Short calls, spam, and vendor calls were removed.
We also tracked organic forms and treated them separately from consult calls. Forms counted as leads only when they included a real name, phone number, and a request related to admissions or scholarship guidance. This kept the reporting honest and made month to month comparisons meaningful.
Baseline metrics: March 2025
In March 2025, the firm averaged 16 consult calls per month from organic sources. Total organic leads were 28 per month, organic sessions were 1,900, and most rankings were outside the top results for Seattle intent searches. Visibility existed, but it was not strong enough to compete.
Baseline gaps we found:
- Service pages were thin or combined, so Google could not match pages to intent
- No scholarship content hub, so the site missed informational demand
- Weak internal linking between blog content and service pages
- Google Business Profile was basic and not active enough to drive actions
- Calls to action on mobile were not clear, so clicks did not turn into calls
Strategy overview: how we grew consult calls in Seattle
We built the SEO plan around three things that directly affect consult calls. First, service pages had to match what families search when they are ready to hire. Second, scholarship content had to bring in families earlier, then guide them to the right service. Third, high intent keywords needed a clear page and a clear next step.
This was not about publishing random blog posts. It was about building a simple system where discovery content feeds service pages, service pages convert, and local trust signals increase click confidence. Each month had clear deliverables and clear measurement.
Phase 1: Foundation work and tracking you can trust
In the first few weeks, we focused on clean tracking and site health. Without this, any numbers can look good while real outcomes stay flat. We also fixed technical issues that block pages from ranking, like duplicate titles and weak internal links.
Core foundation actions:
- Set up GA4 events for calls, forms, and schedule clicks
- Connected Google Search Console and fixed coverage issues
- Added call tracking numbers for organic and Google Business Profile sources
- Cleaned site structure so key services were reachable in fewer clicks
- Improved mobile speed on the top landing pages for admissions services
Phase 2: Service pages built to match how families search
Service pages were the biggest driver of consult calls. Families search with strong intent, like “college admissions consultant Seattle” or “college essay help Seattle,” and they expect a page that answers their problem quickly. We rebuilt and expanded services so each high intent search had a best matching page.
What we changed on service pages:
- Clear headings that match search language, not marketing language
- Simple sections: who it is for, how it works, timeline, and next step
- FAQ blocks based on real queries and intake questions
- Strong internal links from related pages and scholarship content
- Clear mobile call buttons and a short consult request form
Service page groups we prioritized
We mapped services to real intent and built pages around it. This made the site easier for Google to understand and easier for parents to choose the right service. It also reduced wrong fit inquiries because each page explained who it was best for.
High intent service page targets:
- College admissions consulting in Seattle
- College essay coaching and review
- Scholarship strategy and applications support
- Interview prep and application polishing
- Transfer admissions guidance and timeline planning
Phase 3: Scholarship content that attracts and converts
Scholarship content works when it is practical and locally relevant. Many families search scholarships before they search “admissions consultant,” so scholarship pages became an early entry point. We built a scholarship hub and used internal links to guide readers toward a consult, without forcing it.
What made scholarship content perform:
- Clear eligibility, deadlines, and next steps in simple language
- Seattle and Washington relevance where it applied
- Strong internal links to scholarship support services and consult booking
- Short “how we help” sections that felt helpful, not salesy
Scholarship content themes we used:
- Washington scholarships for high school seniors
- Scholarship checklist and timeline for Seattle families
- Merit scholarships and how to build a strong profile
- Common scholarship essay mistakes and how to fix them
- Local scholarship opportunities and where to look
Phase 4: High intent keywords and local trust signals
High intent keywords bring people who are ready to talk. We used Search Console data and competitor research to identify the terms that lead to consult calls, then built pages that directly answer those searches. We also improved local trust signals so families felt confident choosing the firm.
Local trust work included:
- Google Business Profile updates: services, photos, and weekly posts
- Review request system with natural responses to every review
- Local citations and consistent name, address, and phone across key listings
- Stronger credibility signals on site: counselor bios, process details, and outcomes
Month by month timeline: actions and results in 2025
Below is the monthly breakdown from March 2025 through October 2025. Each month includes what we did and the core numbers. All consult call counts shown are organic consult calls based on the 60 second rule.
March 2025: tracking, cleanup, and quick fixes
We cleaned analytics, set call tracking, and fixed basic on page issues. We also reorganized navigation so key services were easier to find. Google Business Profile basics were cleaned and updated.
March data:
- Organic sessions: 1,900
- Organic leads: 28
- Consult calls: 16
April 2025: rebuild core service pages
We rebuilt three core service pages with clearer structure, better headings, and stronger calls to action. We added FAQs based on real searches and improved internal links. Mobile call buttons were improved on the pages that mattered most.
April data:
- Organic sessions: 2,250
- Organic leads: 36
- Consult calls: 20
May 2025: launch scholarship hub and first scholarship pages
We created a scholarship hub and published four scholarship focused pages designed for Washington and Seattle intent. Each page linked naturally to scholarship support and consult booking. We also improved title tags and meta descriptions on top pages to increase clicks.
May data:
- Organic sessions: 2,800
- Organic leads: 44
- Consult calls: 24
June 2025: expand high intent services and improve local presence
We added two more service pages focused on essay help and interview prep. Google Business Profile activity was improved with weekly posts and new photos. We also began citation cleanup to ensure consistent local signals.
June data:
- Organic sessions: 3,300
- Organic leads: 53
- Consult calls: 30
July 2025: content that answers real questions and builds trust
We published five supporting articles that answered common parent questions and linked them to the relevant service pages. Counselor bio pages and credibility sections were improved because trust drives calls. We also added simple proof points, including clear process steps and an explanation of what happens after the first call.
July data:
- Organic sessions: 3,900
- Organic leads: 63
- Consult calls: 36
August 2025: refresh pages using Search Console queries
We used query data to update headings, FAQs, and snippets on pages with high impressions but lower clicks. We expanded scholarship content with four more pages tied to deadlines and essay strategy. Internal linking was strengthened so scholarship readers flowed to consult pages more often.
August data:
- Organic sessions: 4,500
- Organic leads: 72
- Consult calls: 42
September 2025: local rankings and conversion improvements
We improved conversion by shortening the consult form and making the next step clearer on mobile. Review growth continued, and every review was answered quickly in a natural tone. We also improved local pages to strengthen Seattle intent signals across the site.
September data:
- Organic sessions: 5,100
- Organic leads: 80
- Consult calls: 50
October 2025: scale what worked and stabilize rankings
We expanded the winning service page format across remaining pages and refreshed scholarship content for the new cycle. We also improved internal links from top performing pages to the consult booking page. Weekly Google Business Profile posting and photo updates continued for steady local activity.
October data:
- Organic sessions: 5,600
- Organic leads: 86
- Consult calls: 56
Before vs after proof: March 2025 compared to October 2025
In March 2025, the firm generated 16 consult calls from organic sources with 1,900 organic sessions. Service pages were not strong enough to rank for high intent searches, and scholarship content was missing. Local signals were present, but not active enough to win consistent clicks.
In October 2025, the firm generated 56 consult calls from organic sources with 5,600 organic sessions. The increase from 16 to 56 consult calls is a 250% lift, and it came from stronger rankings, better click through, and better conversion on service pages. Scholarship content also fed the pipeline by bringing in early stage families and guiding them toward consults.
What changed in simple terms:
- More pages matched what families actually search in Seattle
- Scholarship content pulled in new audiences earlier, then moved them toward services
- Calls became easier because pages were clearer and mobile friendly
Tools used during the campaign
We used tools that helped measure consult calls correctly, find real keyword demand, and fix technical issues without guessing. Reporting stayed simple so the firm could see progress each month and connect it to real consult calls.
Tools used:
- Google Analytics 4: conversions for calls, forms, and booking clicks
- Google Search Console: queries, clicks, indexing, and page performance
- Google Tag Manager: clean tracking for button clicks and form submits
- Call tracking software: call source tracking and call duration filtering
- Screaming Frog: crawl audits, metadata checks, internal linking gaps
- Ahrefs or Semrush: competitor research and high intent keyword discovery
- BrightLocal: local rank tracking and citation consistency checks
- PageSpeed Insights: mobile speed fixes on top landing pages
- Looker Studio: monthly dashboard for leads, calls, and traffic trends
Why this worked for college admissions consulting in Seattle
This worked because we focused on intent. Families searching for admissions help want direct answers and a clear next step, and the new service pages delivered that. Scholarship content brought in families earlier, built trust, and then guided them to the right service page when they were ready.
It also worked because local trust was improved alongside content. A stronger Google Business Profile, consistent local signals, and clear counselor credibility made families more comfortable calling. That is why consult calls grew steadily instead of spiking for one month.